How a former Australian accountant turned a generic sheepskin boot into a $2.5 billion global brand by refusing to quit despite 10 years of near-total failure, trading ownership stakes repeatedly for survival capital, and finally connecting the product to youth culture through surf and celebrity styling. Brian's mantra during 15 years of struggle was that the product couldn't be the problem since Australians universally owned sheepskin boots, so the failure must be his marketing approach—this mindset prevented him from abandoning the business.